ABSTRACT

In most studies, Africans and other local residents in the Global South are often considered merely as hosts, and as a result, they are often misrepresented in shaping tourism in their own countries. Using Botswana as an example, this paper explores issues of the prevailing colonialist notion and perception that non-Westerners are ‘non-travellers’. This study utilizes an interpretive research paradigm; 72 interviews with local residents and tourism marketers were conducted. Additionally, a content analysis of tourism promotion materials was carried out. The study indicates a misrepresentation and exclusion of local residents in tourism, and consequently the promotion of a Western gaze. Furthermore, tourism promotions perpetuate stereotypes, space confinements, and the false depiction of the country to satisfy Western tourists. Local residents perceive promotions as being incomplete in their portrayal of the country while marketers view protected areas as spaces for Westerners. Results call for the inclusion of local residents in the creation of the country’s image and more awareness and education for both local residents and marketers.